A distinction is made between free and paid search engine listings, various types of ads on third-party websites, and presentation strategies on one's own website. The size and engaging content of the ads are crucial for their effectiveness. For keyword-based text ads, target audience-relevant text and keywords should be determined. The thematic classification of the e-commerce website plays a decisive role in search engine listings.

This shows that the choice of the right keywords plays a crucial role in the design of online advertising. Consequently, information about as many relevant keywords as possible is essential . 1 Greifeneder, Horst (2010): Erfolgreiches Suchmaschinen-Marketing. Wie Sie beiGoogle, Yahoo, MSN & Co. ganz nach oben kommen. 2. Aufl. Wiesbaden 2010. as well as the degree of thematic correspondence between the advertising message (of the search engine entry, the ad, the website) and the interests of the target group. The Google Webmaster Tools service provides information about keywords to which the website has been assigned and about the search queries in which the website has already appeared in the search results 2 Erlhofer, Sebastian (2011): Suchmaschinen-Optimierung. Das umfassende Handbuch ;[Grundlagen, Funktionsweisen und Ranking-Optimierung ; Planung und Durchführungfür Google und Co. ; Konversionsraten steigern, Google AdWords, Web Analytics ; dasStandardwerk, vollständig überarbeitet]. 5. Aufl. Bonn 2011. .

To find further keywords, so-called "keyword generators" can be used, i.e., online services that expand existing keywords with synonyms and related terms. Association analysis may help to find further keywords 1 Greifeneder, Horst (2010): Erfolgreiches Suchmaschinen-Marketing. Wie Sie beiGoogle, Yahoo, MSN & Co. ganz nach oben kommen. 2. Aufl. Wiesbaden 2010. .

Automatic keyword identification can also be used to determine the keywords4 Becker, Jörg; Knackstedt, Ralf; Serries, Thomas (2001): Gestaltung vonFührungsinformationssystemen mittels Informationsportalen: Ansätze zur Integrationvon Data-Warehouse- und ontent-Management-Systemen. Münster 2001. . In this process, texts (e.g., product description text) are automatically analyzed for terms that describe the content particularly well. Furthermore, the discriminant value can be determined, which expresses the extent to which a text differs from other analyzed texts.

Depending on the data protection agreement, personal data entered by the visitor can be used to tailor advertising to specific target groups on one's own websites. This allows for advertising individual offers, e.g. in the form of personalized credit card recommendations5 Yang, Kun (2006): A conceptual framework for semantic web-based ecommerce. o.O.2006. .